Launching Craft Soda the Stubborn Way
Bringing authenticity to PepsiCo’s “startup” soda.
When PepsiCo’s Innovation team wanted to launch Stubborn Soda as a true craft product, they came to us. We knew that sweeping the nation with flashy promotions wouldn’t be the key to this consumer’s heart, so we designed a launch campaign that used independent businesses and unconventional influencers to build brand awareness from the ground up.
BRAND • Modern Marketing began with brand positioning, working with the brand team to define a visual identity that would resonate and feel authentic to Stubborn Soda’s target consumer: young, culturally obsessed creatives. We perfected the logo and typefaces, advised on social media voice, and created a full suite of brand content for use across all platforms at launch.
PRODUCTION • We designed a suite of brand materials, from a custom-painted, tricked-out soda truck to cool giveaways and print materials.
ACTIVATION • We brought the Stubborn Soda experience to lifestyle events from ComplexCon to Comic-Con, and created massive word-of-mouth consumer awareness with one-of-a-kind games and giveaways. Fans met their artist idols, competed in the “Stubborn Stare” game, won Stubborn swag, and shared everything about their new favorite soda on social media.
Our assisted sales program opened new doors at key foodservice accounts, hosted Stubborn Soda tastings at key retailers, and supported PepsiCo by being the “boots on the ground” in each Stubborn Soda launch territory. Our custom sampling kit and branded materials elevated Stubborn Soda above the competition from the first time retailers and consumers encountered the brand.